(April 13, 2025) Wearing a monkey cap and a handmade sweater from her mother, entrepreneur Shally Palivela remembers feeling far away from everything familiar on her maiden flight to the US in 2004 to pursue a course in Syracuse University. When the flight attendant asked her to look outside, she saw the Statue of Liberty stand tall, her torch glowing brightly against the dark sky. In that moment, it felt as if the statue was reaching out to her, as if to say, “Welcome. You made it.”
Shally Palivela
The 40-year-old’s journey from the lanes of south Delhi to becoming an influential entrepreneur is nothing short of inspiring. From launching an Indian ethnic food business in Wisconsin that quickly ranked among the state’s top five restaurants and earned her a spot in the Top 30 Under 40 by Madison Wisconsin Women Business Magazine to founding Avaidens – a jewellery brand that’s environmentally conscious, her journey shows that hard work, persistence, and commitment truly pay off. Moreover, she is the co-founder of Divas Squad, an initiative designed to empower and uplift female entrepreneurs. “I saw how challenging it was for women entrepreneurs in India. It felt like nothing had changed since I left, and I wanted to make a difference,” she tells Global Indian.
South Delhi Beginnings: Overcoming Gender Barriers with Family Values
Shally’s early life in South Delhi’s RK Puram was anything but ordinary. Born into a humble, working-class family, her parents’ roles in government services provided her with stability, yet it was their drive and values that shaped her perspective on life. Her father’s commitment to social justice, particularly his work for the upliftment of their lower-caste community in Uttar Pradesh, influenced Shally deeply.
Reflecting on this, Shally recalls, “Growing up, my home was always buzzing with people, job seekers, and visitors, and this taught me the importance of building connections and the power of giving back.” But it wasn’t just her father’s influence that shaped her. Her mother, the only educated one among her seven sisters, ensured that Shally was empowered with opportunities equal to those of a boy. In a time when many women were restricted by societal norms, Shally’s mother encouraged her to pursue sports, the arts, and a fulfilling education. She recalls, “She never imposed the pressure of being the top student. Her motto was simple: follow your passion, explore everything, and stay true to yourself.”
It was this unstinting support from her mother that led Shally to excel in multiple fields as a young girl. From winning a silver medal in swimming to ranking third in an All-Asia art competition, Shally displayed an aptitude for both academics and creative arts. Yet, despite these achievements, there were shadows of domestic abuse and gender-based oppression that often clouded her childhood. However, her mother’s words echoed in her mind: “If you don’t want anyone to clip your wings, you must fly high enough that no one can catch you.” These words became the driving force behind Shally’s desire to rise above the challenges and make a name for herself, particularly in a world where women’s freedom was limited.
From Syracuse to the American Dream
As Shally set her sights on a life beyond the confines of her family’s struggles, the dream of studying in the United States became a source of hope. The road to achieving this dream, however, was filled with obstacles. Her father, believing that a secure future lay in more traditional, women-friendly careers, refused to support her ambitions of studying abroad. Instead, he tried to push her towards nursing, seeing it as a financially safe, stable option. Yet, Shally’s determination was unstoppable.
A 75 percent scholarship to Syracuse University was a game-changer. However, getting the necessary visa approval was another hurdle. With no financial support from her father, it seemed impossible to navigate this next step. “I had nothing to show the visa officer,” she admits, “but somehow, fate was on my side.” Her interview with the visa officer, Henry, remains a turning point: “Welcome to the US. We’ll return your passport with your visa in 5 days,” he had said, giving her the green light to embark on the next chapter of her life.
The transition to life in the US was challenging, yet it felt like a safe haven. She worked as a part-time nanny, balancing her studies with the realities of a different lifestyle. “Living in an upscale neighbourhood in Syracuse, I got a taste of how the other half lived. It was enlightening, a completely different world that taught me the value of networks and connections,” Shally reflects.
Her experience at Syracuse University, surrounded by diverse students from across the globe, helped her develop a keen understanding of the nuances of business, networking, and success. By the time she secured a $90,000-a-year IT job, Shally had lived the American dream, yet the thirst for more remained.
From Engineering to Lab-Grown Diamonds: Shally’s Journey in Sustainable Jewelry
Shally’s career trajectory took an unexpected but thrilling turn when she transitioned from a degree in Aeronautical Science Engineering to jewelry design. “It wasn’t a sudden decision. It was a process, a journey of discovering where my true passion lay,” Shally says. Her time in IT and the food industry had sharpened her business acumen, but it was during her motherhood years that the entrepreneur rediscovered her love for creativity. What began as a hobby of jewelry design soon blossomed into a full-fledged career.
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She explains, “My technical background in engineering played a significant role in shaping how I approached jewelry design. The precision and attention to detail that I learned in aviation engineering translated perfectly into creating fine jewelry.” Her engineering mindset allowed her to marry creativity with meticulous craftsmanship, ensuring every piece she created was both beautiful and structurally sound.
In 2023, Shally founded Avaiden exports, a luxury jewelry brand known for its ethical sourcing and sustainable practices. The name is inspired by her children, Ava and Aiden, who are her greatest motivation. This venture was as much to design jewelry; as it was to create a legacy for her children while contributing to a sustainable future. “I wanted to create something that not only reflected my passion for design but also honoured my commitment to sustainability,” she shares.
Her company focuses on ethically sourced materials, including lab-grown diamonds from a solar-powered Indian laboratory, and uses eco-friendly production practices. “We prioritise reducing our carbon footprint at every step of the process,” the designer explains. “Even our packaging is wastepaper-based, ensuring that everything we do aligns with our values of sustainability and ethical responsibility.”
Divas Squad: Empowering Women Entrepreneurs for Global Change
But Shally’s work doesn’t stop at jewelry design. In 2023, she launched Divas Squad, a women’s empowerment initiative that seeks to support and uplift female entrepreneurs.
Divas Squad, part of the Avaiden Foundation, offers mentorship, networking, and skill-building programs for women. Shally is passionate about creating a community where women can empower each other to succeed. “We believe that when women support each other, they can break barriers and achieve greatness together,” she emphasises.
The initiative is not just a platform but a movement, one that’s set to grow globally. The changemaker plans to expand Divas Squad to multiple cities, eventually making it a worldwide network of empowered women. “The goal is to create a ripple effect, where women across the globe feel connected, supported, and equipped to take their dreams to the next level,” she shares.
Blending Cultural Roots with Global Ambition
With her husband working with the US military, Shally is currently in India on a five-year visa to immerse her kids in Hindu culture and spirituality. With a passion for travel, she’s explored Europe and India, visiting Jyotirlingas, Shaktipeeths, and even the Mahakumbh in 2025. “The adventure is out there,” she believes, constantly seeking new experiences for herself and her family.
Looking ahead, she aims to empower women entrepreneurs through Diva Squad and expand Avaiden globally. In the next decade, she envisions both initiatives flourishing with a focus on sustainability and empowerment: “Life’s challenges shape us, and our choices make us the heroes of our own story.”
- Follow Shally Palivela on LinkedIn
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